Load when creating sales outreach emails, negotiation scripts, follow-up sequences, or any sales-related communication. Contains templates and best practices for professional sales communication.
Sales is about solving problems, not pushing products. Listen more than you talk. Be helpful even when there's no immediate sale. Build relationships, not just transactions.
Before reaching out, gather:
Attention: Subject line + first line Interest: Relevance to them Desire: What you offer, proof Action: Clear next step
Subject: [Company] + [Your Publication] partnership?
Hi [Name],
I noticed [Company] just [recent event - funding, launch, hire]. Congrats!
I run [Publication Name], a newsletter reaching [X] [audience type] in
[region]. We've helped companies like [Similar Company] reach [result].
Your [product/service] would be a great fit for our readers who are
looking for [solution category].
Would you be open to a 15-minute call to explore sponsorship options?
Best,
[Your Name]
P.S. [Personal note or additional hook]
Subject: [Mutual Connection] suggested I reach out
Hi [Name],
[Mutual Connection] mentioned you're looking for ways to reach
[target audience].
I publish [Newsletter Name], which reaches [X] [audience description]
every [frequency]. Our sponsors typically see [result/metric].
Happy to share our media kit and past sponsor results if helpful.
Would Thursday or Friday work for a quick call?
[Your Name]
Subject: Data on [their industry] audience - thought you'd find useful
Hi [Name],
I came across [Company] while researching [industry] for my newsletter
audience.
Thought you might find this useful: [Interesting stat or insight about
your audience relevant to them]
We're opening sponsorship spots for Q[X] and I think there could be a
good fit. Our [audience description] are actively looking for solutions
like [their product category].
Worth a conversation?
[Your Name]
Subject: How [Competitor] reached [X] data professionals
Hi [Name],
[Competitor] recently sponsored our newsletter and saw [X result].
Given [Company]'s focus on [their focus area], I thought you might be
interested in similar exposure to our [X] subscribers.
We're currently booking for [Month] and have [X] primary spots
remaining.
Would you like to see our media kit?
[Your Name]
DO:
DON'T:
Examples:
[Use cold email template above]
Subject: Re: [Original Subject]
Hi [Name],
Wanted to bump this up in your inbox.
Quick summary: [1-sentence value prop]
If now isn't a good time, just let me know and I'll check back in
[timeframe].
[Your Name]
Subject: [Relevant resource] - thought of you
Hi [Name],
Found this [article/report/data] on [topic relevant to them] and
thought you might find it useful:
[Link or brief insight]
Still happy to chat about reaching our [audience] if interesting.
[Your Name]
Subject: Should I close your file?
Hi [Name],
I haven't heard back, so I'll assume the timing isn't right.
No worries at all - I'll close this out for now.
If things change, just reply and we can pick up where we left off.
Best,
[Your Name]
Totally understand, [Name].
When would be a better time to reconnect? I'll set a reminder and
reach back out then.
In the meantime, I'll add you to our sponsor newsletter so you can
see what we're up to.
Best,
[Your Name]
Great to hear from you, [Name]!
I've attached our media kit with full details on:
- Audience demographics
- Engagement metrics
- Pricing options
- Past sponsor results
Happy to schedule a call to walk through it and answer questions.
What does your availability look like this week?
[Your Name]
Excellent, [Name]!
Here's what I suggest as next steps:
1. Quick call to discuss your goals (15-20 min)
2. I'll send a custom proposal based on our conversation
3. We can finalize details and schedule your placement
When works best for a call? I'm flexible [timeframes].
Looking forward to it!
[Your Name]
I understand budget is a consideration. Let me share some context:
Our rates reflect the quality and engagement of our audience.
Sponsors typically see [X]% click-through rates, which translates
to about $[X] per click - quite competitive with paid channels.
A few options:
1. Start with a smaller placement ($[X]) to test
2. Lock in a multi-week package for a volume discount
3. Wait for our next promotional period
What makes the most sense for your situation?
I wish I could guarantee specific outcomes - I know that would make
your decision easier.
What I can share is historical data:
- Average sponsor CTR: [X]%
- Typical click volume: [X-Y]
- [X]% of sponsors renew after first campaign
If you'd like, I can connect you with a past sponsor to hear about
their experience directly.
Of course - it's a significant decision.
Would it help if I sent a summary of what we discussed, along with
our media kit for reference?
Also, just so you know, we're currently booking for [Month] and
have [X] spots remaining. No pressure, but wanted to give you the
full picture.
When would be a good time to follow up?
I appreciate you sharing your budget. Let me see what we can do.
At $[lower amount], I could offer:
- [Smaller placement option]
- Or [Alternative option]
Would either of those work? If not, we could discuss a multi-issue
package that would bring the per-placement cost down to your budget.
Based on everything we've discussed, it sounds like [your placement]
would help you reach [their goal].
Should I send over the agreement to lock in your [date] placement?
I'll prepare the invoice for [agreed package] with [date] placement.
What email should I send the confirmation to?
Just wanted to give you a heads up - we have one [placement type]
spot left for [month] and another advertiser expressed interest
today.
I'd love to give you first choice since we've been talking. Should
I hold it for you until [date]?
# Sponsorship Proposal
**Prepared for**: [Company Name]
**Date**: [Date]
**Valid until**: [Date + 14 days]
---
## Executive Summary
[Publication Name] reaches [X] engaged [audience type] every
[frequency]. This proposal outlines a sponsorship opportunity to
connect [Company] with our audience of [specific description].
---
## About [Publication Name]
[2-3 sentences about your publication, mission, and unique value]
### Audience Snapshot
| Metric | Value |
|--------|-------|
| Subscribers | [X] |
| Open Rate | [X]% |
| Click Rate | [X]% |
| Primary Audience | [Description] |
---
## Proposed Package
### [Package Name] - $[Price]
**Includes**:
- [X] [placement type] sponsorships
- [Feature 1]
- [Feature 2]
- [Feature 3]
**Schedule**: [Proposed dates]
**Expected Results** (based on historical data):
- Impressions: [X]
- Estimated clicks: [X-Y]
- Estimated CTR: [X]%
---
## Investment & Terms
| Item | Price |
|------|-------|
| [Package Name] | $[X] |
| [Any add-ons] | $[X] |
| **Total** | $[X] |
**Payment Terms**: Net 30 / 50% upfront, 50% upon completion
---
## Next Steps
1. Reply to confirm interest
2. Sign insertion order (attached)
3. Submit creative by [date]
4. Campaign goes live [date]
---
## Questions?
Contact [Your Name]
[Email] | [Phone/Calendar Link]
Tone:
Structure:
Timing:
❌ Multiple follow-ups in one day ❌ Passive-aggressive language ❌ Guilt-tripping ❌ Lying about urgency or scarcity ❌ Disparaging competitors ❌ Over-promising results ❌ Being unclear about pricing ❌ Ignoring their stated preferences
1. Lead - Initial identification
2. Contacted - First outreach sent
3. Engaged - Response received
4. Qualified - Budget/fit confirmed
5. Proposal Sent - Formal proposal shared
6. Negotiation - Terms discussion
7. Closed Won - Agreement signed ✓
8. Closed Lost - Did not proceed ✗
For each opportunity:
| Metric | Healthy Range |
|---|---|
| Leads → Engaged | 20-30% |
| Engaged → Qualified | 40-50% |
| Qualified → Proposal | 60-70% |
| Proposal → Won | 30-50% |
| Overall Win Rate | 10-20% |
| Average Sales Cycle | 2-4 weeks |